Auto racing, bullfighting, and mountain climbing are the ... - WPP.com

In 2011 we helped bring GlaxoSmithKline(GSK) and the McLaren Group together in agroundbreaking partnership. Designed to delivervalue for both brands, the relationship is foundedon GSK and McLaren sharing respective skills,processes, cultural nuances and technologicalinnovations with the goal of developing moreefficient and dynamic processes for bothcompanies. This year GSK completed the first ofa five year program to deliver game-changingperformance improvements in the fields ofmanufacturing, pharmaceutical research andperformance management, while also driving amore dynamic business culture.The program was overwhelmingly successful.By season’s end we had helped GSK effectivelytouch more than 31,000 employees throughMcLaren Pit Cars and F1 simulators. Additionally,we used these elements to link the VodafoneMcLaren Mercedes team with the Lucozade andMaximuscle brands, resulting in a hugely successfulretail promotion for the Lucozade brand in theUK. Looking ahead to 2013, the partnership willcontinue to flourish as the state-of-the-art McLarenGSK Centre for Applied Performance prepares toopen its doors, designed to engage and excite anew generation of scientists.We helped GSK set the groundwork forcommunicating the successes of the program“GSK AND McLAREN ARE FINDINGNEW WAYS TO DERIVE VALUE FROMA MOTORSPORTS PARTNERSHIP”and educated 100,000 employees about thebenefits McLaren could deliver. The learningsfrom this program will have a positive impact onGSK’s research & development and manufacturingefficiency. Additionally, we concepted andmanaged an employee engagement programwith the client, designed to use the McLarenpartnership as an example of what a dynamicculture shift at GSK could produce. In addition toproviding consistent communication, we helped toprovide several F1 inspired learning experiencesfor GSK employees.LEFT: Businessperformance is at thecore of the GSK andMcLaren partnershipABOVE: Lewis Hamiltonspeaking with C3000employees during hisoffice visitQUOTE: Simon Drake,Account Director, JMI25